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Daddy Yankee vs. Breast Cancer

basics
Industry: Public interest & Non-profit
Media:TV & Cinema
Market:Puerto Rico
Style: Minimalism
descriptioncnen
Synopsis
Susan G. Komen Puerto Rico is the leading organization dedicated to breast cancer awareness. 100% of the funds raised by Susan G. Komen stay in Puerto Rico to improve the social, cultural and financial conditions of breast cancer patients and survivors. In Puerto Rico, it is expected that 1 in 12 women will be diagnosed with breast cancer, which means that this is one of the most common causes of death in the country. That’s why, we needed to create a breast cancer awareness campaign that could really disrupt not only Puerto Ricans but anyone who could donate for the cause. Since Puerto Rico’s economic crisis has affected nonprofit organizations we need to create an idea that could help us reach other markets and possible donors. We desperately needed to raise funds to continue the organization’s mission.
Strategy
Daddy Yankee is the most streamed artist in the history of Spotify and YouTube. He is a world-renowned rapper famous for his rap battling skills. Rap battles are a worldwide phenomenon where one rapper challenges another with no purpose. We partnered with a rap battle guru to talk about another battle, a stronger one to create the first rap battle with a real purpose: to choke breast cancer. This song and its music video, was streamed and shared all around the world by millions of people. Susan G. Komen Puerto Rico was able to takeover Daddy Yankee’s 50 million followers to talk about their mission and for the first time, had worldwide attention. But most importantly, music video was transformed into a fundraising platform for the Susan G. Komen Foundation.
Relevancy
Music is often linked to mood. A certain song can make us feel happy, sad, energetic, or relaxed. Because music can have such an impact on a person’s mindset and well-being, it should come as no surprise that music therapy has been studied for use in managing numerous medical conditions, like depression. Depression in cancer patients is highly prevalent and can significantly affect patients' quality of life. That’s why, we used music as a medium to talk about our Foundation’s mission, but also to offer patients a weapon for their everyday battle against breast cancer.
Outcome
The music video accrued more than 10 million of views worldwide during the first week. Susan G. Komen took over Daddy Yankee’s social media network communicating its message to his 50 million followers. The song was transformed into a fundraising platform for the Susan G. Komen Foundation. The effort amassed 1.8 million dollars in earned media and 195 dollars for breast cancer patients and survivors, breaking the record of donations in the history of the organization. This money raised is used to offer mammography’s, transportations for treatments, medical treatments, wig, and other financial aids for cancer patients and survivors.
Execution
Daddy Yankee sat down with recently diagnosed breast cancer patients to capture how their emotions and anger and transform them into lyrics. He wanted to choke breast cancer with real patients and their emotions so that the musical piece could be used as a weapon in the real battle against cancer, a real therapy. He announced on his social media platforms that he was going to battle against the strongest opponent in his career and all the media wondered who was it going to be. On September 1, he launched the song with its music video. The song and the music video was produced with big names of the entertainment industry like: Rafa Sardina (12-time Grammy-winner producer and engineer), Kacho López (2-time Grammy winner director), Edy Lan (multi-award winning composer) and Puerto Rico Symphony Orchestra (The country’s most important orchestra).
CampaignDescription
Daddy Yankee vs. Breast Cancer, the first rap battle in history with a bigger purpose: to choke breast cancer.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment Lions for Music
Use of Original Composition
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment Lions for Music
Production of Exclusive Artist Content in Partnership with a Brand or a Cause
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Content Marketing > Partnerships
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Content Creation
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Content Marketing > Social Video
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